Designing a competency model for Iranian sports marketers

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management, Institute of Physical Education and Sports Sciences, Tehran, Iran

2 Assistant Professor of Sports Management, Department of Physical Education and Sport Sciences, Faculty of Educational Sciences, Shiraz University, Shiraz, Iran

3 PhD Student in Sports Management, Faculty of Physical Education and Sports Sciences, University of Tehran, Tehran, Iran

4 Master of Sports Management, Department of Physical Education and Sports Science, Alborz Danesh Non-Profit University, Qazvin, Iran

5 Assistant Professor of Sports Management, Department of Physical Education and Sports Science, Apadana Institute of Higher Education, Shiraz, Iran

https://www.doi.org/10.34785/J021.2021.646

Abstract

The aim of this study was to design a competency model for Iranian sports marketers. The research method was descriptive and functional that was done fieldwork using structural equations. The Statistical Society included marketers of sports production companies in Tehran (N= 245) Using Cochran's formula (n = 150) people were selected by simple random sampling. The measuring instrument was a researcher-made competency management questionnaire with a 5-point Likert scale, which was used by 10 professors of sports management. Exploratory factor analysis was used to investigate the questions and extract the components. Finally, 6 components with 30 acceptable questions were extracted after varimax rotation. Convergence and divergence validity were used to evaluate the construct validity and reliability. The results showed that the construct validity of the questionnaire is appropriate. SPSS24 and SmartPLS2 software were used for data analysis and model design. showed that the hard and soft skills 0.62, Rhetorical 0.62, art of self-expression with 0.50, Principles of etiquette and association0.44, Familiarity with the principles of negotiation 0.37, and marketing knowledge management with 0,47 Explained the management of sports marketers' Protocols. Protocol management is an important factor in customer relations and sports marketers can achieve more success by applying and improving research components in the marketing process.

Keywords

Main Subjects

References

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